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MATT LANDERS: Hello, and welcome to the Google Analytics
tutorial series.
I'm Matt Landers.
And in this tutorial, we're going to create an audience.
Now an audience is just a way for us to group
our users based on different conditions that they meet.
For instance, in our example, we could
have an audience of people who have signed up
for our newsletter and an audience of people who have not
signed up for our newsletter.
And then we can do different things with that audience.
We can analyze them.
We can see what are people who are signing up
for our newsletter doing differently than the people who
aren't.
Are they seeing a particular blog post?
Are they coming in from a particular social campaign?
Is there an ad that they saw?
What makes them sign up versus the people who don't?
Now another thing that we can do is
we can advertise to the people who have not signed up yet.
So we can spend money on Google Ads
to try to get those people to convert and sign up
for our newsletter.
Now, we can build audiences based
on all different types of conditions,
and we can mix and match as well.
So we can have people who sign up for the newsletter
and also visited a particular page on the blog
or who purchase something on our site.
And we can have different time limits for that too.
So people can go in and out of audiences.
So somebody who is in an audience today
may not be in it tomorrow, depending
on how we create that window on what keeps
people in the audience or not.
For instance, we may say we want to have an audience of people
who have visited a particular product
page over the last seven days because we know that there's
a seven-day window to get them to convert and purchase
that product.
So we don't really want to waste our ad
dollars on people who have been there
30 days ago, 100 days ago.
They probably already fulfilled their need
for whatever that product was serving.
All right, that's the basics of an audience.
Now let's go in and actually create the audience
in our Analytics account.
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All right, we're back on the homepage
of our Analytics account.
And what we want to do is we want
to create an audience of people who have signed up
for our newsletter.
So let's go ahead and do that.
We're going to go down to the left and click on Admin.
Then we'll go to Audiences.
And we'll see that we have two audiences already here.
We have our "All Users" and our "Purchasers."
Now, these are already created for us.
All Users are just anyone who sent an event to us,
so anybody who's viewed a page or done any other action.
And then Purchasers are people who
have sent the purchase event.
We haven't done that, but this is already created for us,
so that audience gets populated if we ever
implement the purchase event.
All right, let's go ahead and create a new audience.
And let's check out some of the options here.
In our General tab, down under Suggested Audiences,
you'll see that we have some things that we could just
choose right out of the box, like recently active users,
7-day lapsed purchasers, a lot of different options here.
And we go to Templates and see even more.
So like, what technology have they used?
Have they used mobile devices or desktop or whatnot?
And then we have Predictive.
These are ones that have ran through our machine
learning models and ones that we had predicted
that will do something or take some action,
so people who are likely to make a purchase in the next seven
days, people who are likely to churn.
And I'm sure that this will get populated with more
audiences over time that we try to set up for you.
But in this demo, we are going to actually create
a custom audience.
And what we want to do is we want
to include users that have sent us the newsletter
sign up event.
So right now, you'll see in the summary
that there's no one in this audience.
It's completely empty because we haven't
provided a condition yet.
And we can add inclusion conditions or exclusion
conditions.
And it must meet all of them.
So let's see.
We can go and say I want to find people
who have signed up for our newsletter and that's it.
And we'll see now we have 10 people in our audience.
Now we could look at this a different way.
We could say let's find people who have not
signed up for our newsletter.
So we can use an exclusion.
And we'll see that there are 12 people in our audience.
See, there's 10 that have signed up, 22 total, and 12 left over.
All right.
Let's go back and change it back the way
we had it, the people who have signed up.
And let's look at one more thing.
We have our membership duration.
So this means people that have signed up
for our newsletter in the last 30 days.
We really want to put everyone who's signed up,
and the maximum that we can do is the last 18 months.
So let's go ahead and set that to maximum, which is 540 days.
And now we could save this audience,
and we'll name it to Newsletter, and we will save that.
So now we have our new audience.
But let's keep in mind that this audience is not populated
for the next 24 to 48 hours.
That doesn't mean that you won't get anything
in it once it is populated.
It will pull in people who meet those conditions
over the last 30 days.
So it will look back 30 days, find
anyone who's fired that newsletter sign up event,
and they will be added to the audience.
But it does still take 24 to 48 hours for that to populate.
And then any time somebody signs up from then on,
they'll be added to that audience.
All right.
Then we can use that audience, once it's populated,
to do filters on reports, add different dimensions,
and we can also export this audience to Google Ads
and bid on it as well.
So we could send that over to Ads
and create an ad campaign where we exclude this audience.
So we would be targeting people who have not signed up
for the newsletter and try to get them
to sign up for the newsletter.
Or we could target people who have signed up
for the newsletter and say, hey, if they signed up
for the newsletter, they're likely to purchase something.
So maybe we try to market to them
and get them to buy something now that they've signed up
for the newsletter.
A lot of options we can do here, which
we're going to explore in future tutorials.
But hopefully, this gives you a really foundational
understanding of what audiences are, how to create them,
and then how to use them, which we will explore
that more in future tutorials.
All right, if you enjoyed this video,
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as well.
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to do that if there's enough demand for it.
All right.
Thanks for joining.
We look forward to seeing how you
use this content in your own campaigns.
And until then, happy measuring.
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